#Napkins4Emma

Garth Callaghan, the “Napkin Notes Dad,” entered the limelight a few months ago when his inspirational napkin notes to his daughter Emma were featured on US news channels and sites. Other parents were inspired to write notes to their own children, and paper towel brand Bounty was quick to support this grassroots movement. Bounty partnered with the Napkin Notes Dad to launch a purpose-driven social media campaign #Napkins4Emma. For every napkin note parents send to their child (and share on social media), Bounty will donate $1 to benefit Garth and Emma.


via: bigfrog104.com

Garth’s promise to write 826 Notes

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via: Today.com, Watch the video: Napkin Notes Dad

Garth started packing napkin notes into Emma’s lunch box since the time she was in kindergarten. The notes were always special to Emma, but they took a greater significance at the end of 2011 when Garth was diagnosed with cancer. In 2013, Garth’s cancer reached Stage 4. About that time, he came across the non-profit group “because I said I would,” which encourages people to keep promises. He pledged to write 826 napkin notes to last Emma through her high school graduation.

This is really about leaving a legacy so that she can understand some of my life philosophies and how much I love her.”

Garth’s story inspired other parents to write napkin notes for their kids, and he created a social presence to guide them. He also compiled his own notes to Emma into an ebook.

available at: squareup.com/market/wgarth/napkin-note-ebook

Bounty amplifies the movement

Napkins, families, taking action… these factors tied in very well with Bounty’s product and commitment to support “the creative development of today’s schoolchildren.” The brand was quick to approach Garth and wanted to inspire more parents to write napkin notes and share their experiences on Twitter. For every picture tagged with #Napkins4Emma, Bounty would donate $1 (up to $20,000) to go benefit Emma and Garth. Bounty also launched a “Twitter Party” to celebrate Absolutely Incredible Kid Day and encourage parents to “write. pack.  connect.” The party and #Napkins4Emma campaign was picked up by mommy bloggers who loved both the cause and the call to action. Parents responded with notes not only for their children, but also for their siblings and friends.

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via: twitter.com

This post is part of the People’s Insights monthly brief for April + May.

04 April & May – People’s Insights Monthly Briefs by MSLGROUP

Annie Sunny

7 Responses to “#Napkins4Emma”

  1. MSLGROUP Peoples Lab (@PeoplesLab)

    To succeed at real-time engagement, brands need to be tuned in to their communities & prepared to act fast http://t.co/s9pfFuy2Xo

    Reply
  2. MSLGROUP Peoples Lab (@PeoplesLab)

    .@bounty rode the viral wave by acting quickly on a online movement and reached many parents #Napkins4Emma #purpose http://t.co/jfwNIQcVMi

    Reply
  3. MSLGROUP (@msl_group)

    RT @PeoplesLab: .@bounty rode the viral wave by acting quickly on a online movement and reached many parents #Napkins4Emma #purpose http://…

    Reply
  4. Annie Sunny (@Underthesun19)

    @NapkinNotesDad Your notes are very inspiring. Here is an article I wrote on http://t.co/UZhb4WRInS

    Reply
  5. MSLGROUP Peoples Lab (@PeoplesLab)

    Bounty partnered with the Napkin Notes Dad to launch a purpose-driven social media campaign #Napkins4Emma #Purpose http://t.co/jfwNIQtYOi

    Reply
  6. MSLGROUP (@msl_group)

    RT @PeoplesLab: Bounty partnered with the Napkin Notes Dad to launch a purpose-driven social media campaign #Napkins4Emma #Purpose http://t…

    Reply
  7. @PAAGoldStandard

    RT @PeoplesLab: Bounty partnered with the Napkin Notes Dad to launch a purpose-driven social media campaign #Napkins4Emma #Purpose http://t…

    Reply

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